Exam 5: Consumer Learning

Cues serve to direct consumer drives regardless of whether these cues are consistent with consumer expectations.

When and why do marketers use massed or distributed learning schedules?

Rehearsal is the process by which we select a word or visual image to represent a perceived object.

________ increase(s)the likelihood that a specific response will occur in the future as the result of particular cues or stimuli.

________ suggests repeated exposure to TV commercials, or low involvement information processing, induces purchase decisions before the formation of consumer attitudes toward products.

Greater familiarity with the product category increases cognitive ability and learning during a new purchase decision, particularly with regard to technical information.

HSBC positions itself as "the world's local bank." A recent advertising campaign consisted of about 20 ads centered on the theme that "different values make the world a richer place." HSBC use of different cosmetic variations in their ads while repeating the same advertising theme is an attempt to avoid ________.

Classical conditioning and instrumental conditioning theory are examples of ________.

What is licensing? What is the principle behind its success?

________ suggests that the human brain is divided into two distinct cerebral hemispheres that operate together but specialize in the processing of different types of cognitions.

Define and give one example of each of the following: a.product line extension b.product form extension

When a marketer's goal is long-term repeat buying on a regular basis, a massed learning schedule is preferable.

Big Y Supermarkets sometimes issued poker chips of different values when consumers checked out at their supermarkets. The consumers did not get one each time they checked out, and they did not know what the reward was going to be if they got one. This is an example of a ________ reward schedule.

________ refers to the purchase of a brand out of habit and convenience without any emotional attachment to the brand.

If you usually listen to the 6 o'clock news while waiting for dinner to be served, you would tend to associate the news with dinner, and eventually the sound of the 6 o'clock news alone might cause your mouth to water even if dinner was not being prepared. This is known as ________.

Use hemispheric lateralization in an explanation of how print advertisements are processed differently from television advertisements.

Inertia brand loyalty includes no consistent purchase of a given brand, in spite of strong attachment to it.

________ is the process through which individuals learn behavior by observing the behavior of others and the consequences of such behavior.

Which representation of cognitive learning includes awareness, interest and evaluation, trial and adoption?

What is the split-brain theory?